Metodologia para comunicacion brand story

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1. BUILDING A BRAND STORY TEMPLATE
COMPANY HISTORY
company name
why you originally
named it that
when you were
established / how long
you’ve been in business
what you do as a
company
who your customers are
the original (and
present) size of your
company
what you intend to
achieve with your brand
and why

2. PURPOSE, VALUES , & CULTURE

PURPOSE
Why do you do what you do? Describe
your reason for being in business. What
are the historical reasons? What are
the ethical reasons? As a company,
what are you passionate about? What
is your business doing currently? What’s
next for it? What do you hope for the
company’s future?

VALUES
What principles guide your company’s
actions? What are its cultural
cornerstones (e.g., customer
commitment, integrity, r esponsibility,
transparency, e tc.)?

CULTURE
Describe your company culture. What
are the attributes and characteristics of
your company? Describe the attitudes
and behaviors of your employees. How
do they interact with each other and
your customers?

3. WHAT DO WE DO?

Describe the
major activities
and services
that your
company
performs and /
or provides.
Include a small
subsection for
each
activity/service.
In addition,
include the
following: a
broad
introduction to
the industry in
which your
company
operates; a
description of
how you have
succeeded in
doing what
you do; and
the challenges
you’ve faced.

4. WHY DO WE DO WHAT WE DO?

What drives you to
do what you do as
a company?
(In other words,
Why do you do it?)

What you do and
how you do it are
relatively easy to
describe — but
customers relate to
why you do what
you do.

What is your
company’s primary
belief, purpose, or
cause? In other
words, Why does your
organization exist?
(The answer to this
question is the KEY to
your brand story.)

5. POSITIONING & STRATEGY

your company’s
pursuits

its marketplace
your long-term vision
and strategy

and how your brand
aims to reach its goals

6. BRAND ATTRIBUTES
BRAND MESSAGING

What are your
company’s brand-
messaging
attributes (e.g.,
tagline, value
proposition, logo,
etc.)?

How do they
support your
company’s values
and reason for
being?

MISSION STATEMENT

What is your
company’s mission
statement (i.e.,
written statement
that describes your
organization’s
purpose/overall
intention)?

How does it support
your company’s
values and reason
for being?

7. BRAND ATTRIBUTES
VISION

What is your
company’s vision
(future aspiration /
goal)?

How does it support
your company’s
values and reason
for being?

BRAND PERSONALITY

What is your
company’s brand
personality (i.e., the
human
characteristics
associated with
your brand name)?

How does it support
your company’s
values and reason
for being?

8. STORY-FRIENDLY FACTS & FIGURES

List some story-
friendly facts
and figures
about your
company to
help support
your brand’s
story.

9. EXECUTIVE BIOS
Provide bios (one to three paragraphs) for each of your company’s key stakeholders (e.g., CEO, VPs, CMOs, etc.), including
their background, their current roles and major contributions within your company, and the ways in which they support your
company’s values, vision, and goals.
name

name

title

title

bio

bio

10. name

name

title

title

bio

bio

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